FACTORS AFFECTING POSITIVE WORD OF MOUTH IN ONLINE APPAREL INDUSTRY IN THAILAND

Abstract

Online shopping has been widely accepted these days and people are more confident with this shopping’s method, especially in Asia countries. Further, Thailand was ranked as the first top spending in online shopping particularly in the apparel aspect which contributed to 24.7 US Dollar in 2020. Therefore, the positive word of mouth plays an important role toward this matter because a positive word of mouth will be a tool to ensure that the product is good and worth paying for. In addition, there is a factor that significantly affect positive word of mouth which is ‘brand personality’ There are some researchers stated that factor that affect positive word of mouth is customer satisfaction, perceived value, brand image would lead to the satisfaction. However, the research that directly emphasizes positive word of mouth in the online apparel industry at present is lacking. Thus, this research will describe the factors that influence positive word of mouth that link to customer’s purchase decisions. In conclusion, the result showed a significant factor which is ‘brand personality’. The conclusion of this study also talks about private sector and other related parties such as the online platform seller to develop their business and make more profits among the competitive market.